audience extension webinar · stress the importance of an “always on” branding campaign to help...

1 | Copyright © 2018 Centro, LTD.

Vertical Focus: RestaurantsNovember 5th, 2019

AUDIENCE EXTENSION WEBINAR


AGENDA

• The Advertiser

• Key Focus

• Pitch Tips

• Stand Out Tactics

• Questions?


THE ADVERTISER


• Restaurants: upscale, casual, fast casual and quick serve.

• Dine-in options as well as the increasingly popular delivery option.

ADVERTISER:


DELIVERY IS HOT

• Hungry consumers around the world ordered

meals on mobile devices 130% more in 2018 than in 2016.

• Global downloads of the top 5 delivery

apps grew 115% from 2016 to 2018.

• Digital orders are expected to triple in

volume by 2020 with mobile leading the way.

Sources: App Annie, NPD Group (Market Research Company)


Quick serve restaurant (QSR) digital advertising is expected to

grow from 36.1% in 2019 to 43.8% of total advertising in 2023.

Local advertising growth will come primarily in online

advertising by an additional $186MM per year by 2023.

Source: BIA

QSR AD DOLLARS


ADVERTISER’S KEY FOCUS


KEYS FOR RESTAURANTS

BRAND RECOGNITION ONLINE REVIEWS CAMPAIGN SUCCESS

There are many places a person can choose to eat, so

it is key for a restaurant to differentiate and develop

their brand identity.

Online reviews can be vital to success both on and

offline. Restaurants need to pay attention to what people are saying online and respond accordingly.

Determining success can be tricky when there are so many places to convert.

Clear and defined success metrics are needed for all

campaigns.


PITCH TIPS

10 | Copyright © 2018 Centro, LTD.10 | Copyright © 2018 Centro, LTD

PITCHING THE RESTAURANT VERTICAL

Stress the importance of an “always on” branding campaign to help establish and differentiate the restaurant in your community.

Advise the advertiser on online reviews and optimizing their website for mobile, these non-revenue driving actions will help solidify the partnership.

Determine what makes the most sense. Is it delivering lots of impressions, driving traffic to the site, or measuring online ordering?

People tend to dine out based on proximity. Design a campaign with tactics and creative that speak to the local audience.

BRANDING PARTNERSHIP

IDENTIFY THE GOAL LOCAL STRATEGY


DIGITAL STRATEGY

Going to the restaurant or ordering online is the main way

people interact with these advertisers.

Does the website have the menu available? Is it easy to order from? Is it mobile friendly?


STAND OUT TACTICS


Geo fence the local area around the

restaurant location(s). If there is

a delivery option, ensure the targeting includes the entire

area.

Reach users who have been to

restaurants in the past 30 days or target

specific brands that are like your advertiser’s restaurant.

Retargeting is a great way to re-engage website visitors.

HYPERLOCAL MOBILE LOCATION RETARGETING

RETARGETING

Expand the media plan’s reach to ensure

the restaurant’s branding is top of

mind and stands out above other local

options.

RUN OF NETWORK

TACTICS FOR YOUR MEDIA PLANLEARN ABOUT THE CAMPAIGN GOAL BEFORE CHOOSING A SET OF TACTICS


PROGRAMMATIC CASE STUDY

Impressions

CTR

1.5M

0.22%

QUICK SERVE RESTAURANT

OVERVIEW

SOLUTIONS

Restaurant looking to drive more in-store diners.

Audience targeted people ages 25-54 and fast food diners.

Campaign goal was branding through impressions.

Major campaign focus was to reach consumers of competitive restaurants.

Campaign ran for a total of 3 months

Retargeted users who had previously been to their website.

Hyperlocally targeted competitive restaurants in the area to reach their customers.


QUESTIONS?


THANKYOU.

audience extension webinar · stress the importance of an “always on” branding campaign to help...

Documents